Materi 22 - Digital Marketing Lanjutan

Product-Led Growth (PLG)

Strategy modern: produk jadi acquisition channel utama. Bukan sales-led, marketing-led, tapi product-led.

Durasi 28 Menit Level advanced Kurikulum 30 Materi

1. Apa Itu PLG

Product-Led Growth: produk yang sell themselves. User experience produk drive akuisisi, conversion, dan ekspansi. Contoh: Slack, Notion, Figma, Canva, Loom. Berbeda dengan tradisional Sales-Led atau Marketing-Led.

2. Karakteristik PLG

Self-serve onboarding (tidak perlu sales call). Free tier atau freemium. Time to value cepat (under 1 minggu). Viral mechanic built-in. Bottom-up adoption (individual user dulu, lalu spread ke tim). Easy to upgrade.

3. PLG Funnel

Visit, signup, activated user (hit aha moment), paid user. Setiap step ada conversion rate. Aha moment penting: user pertama kali experience core value. Slack: kirim 2000 message dengan tim. Dropbox: install di 2 device.

4. Free to Paid Conversion

Free user jadi paid lewat: usage limit (free terbatas), feature limit (advanced fitur paid), team feature (multi-user paid), support level (paid dapat priority). Strategy: tease paid features di free experience.

5. Metric PLG

Activation rate (free user yang reach aha moment). Free to paid conversion. Net Revenue Retention (expansion vs churn). Time to paid. Viral coefficient. Beda dengan traditional metric.

Tugas Praktik

  1. Audit produk dengan PLG framework
  2. Identifikasi aha moment produk
  3. Riset competitor PLG di industry
  4. Setup activation tracking
  5. Pelajari case study Slack atau Notion

Rangkuman